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For B2C Marketing Professionals

Elevate Your Approach To Cross-Channel Campaign Measurement

Performance Management: The Enterprise Marketing Technology Playbook

December 22, 2017

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This is the Performance Management report in The Enterprise Marketing Technology Playbook For 2018.

Why Read This Report

The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and marry marketing engagement to customer journeys. The processes of measuring and reporting on campaign performance are trickier because B2C marketing pros often struggle to relate channel-specific metrics to high-level business outcomes. This report provides a framework for B2C marketers to define their key performance indicators (KPIs), build a measurement plan, and embed reporting within a performance management strategy. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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